May 17 – Everton have confirmed SportPesa as the club’s new shirt sponsor in a five-year deal that chief executive Robert Elstone said is the biggest deal in the club’s history.
The African betting firm replaces Thai brewer Chang who had signed a three-year deal with the club in 2014 for an estimated £6 million per season. Elstone had previously said that the new shirt sponsorship would be worth three times the Chang deal – an estimated £18 million per season.
Chang has maintained an involvement with the club switching to a three-year community partnership.
“We’re pleased to have secured the biggest commercial partnership deal in the Club’s history with an ambitious and growing global company. From the outset we have been impressed by SportPesa and the company’s plans for the future. Over the coming months and years we will be working closely to realise our ambitions together,” said Elstone (pictured right).
SportPesa has separate agreements with English Premier League clubs Hull City, Southampton and Arsenal, as well as a LaLiga deal in Spain.
The Everton deal is by far its largest sponsorship to date and comes as the gaming company establishes its European headquarters in Liverpool with the creation of 70 jobs.
Shaun Simmonds, SportPesa’s UK Marketing Manager, said: “The Club has an exciting future with a new stadium on the horizon, a young and dynamic playing squad and a history for producing great talent through their famed Academy – for us, there couldn’t be a better time to be investing in Everton Football Club and the city of Liverpool. Together I’m certain that we’ll achieve great things.”
“The Liverpool office will give SportPesa the chance to engage with supporters through a number of fan activities and we look forward to an exciting partnership together,” said Elstone.
The Kenyan firm remains very active Africa and is expected to sign a shirt sponsorship deal with Tanzanian club Yanga, following on from the £1.8 million sponsorship with Tanzanian giants Simba SC. The firm also holds the naming rights to Kenya’s top league, the SportPesa Premier League.
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